Anyone who's ever tried European AND American chocolate knows with 100% certainty that they're very different in taste.
Most Europeans will say that American chocolate tastes cheap, overly sweet or just funky, while most Americans will say that it's strange how the European chocolate melts between their fingers and how it has a rich taste - which seems strange to them.
Now, of course, no one can say which one is better > because both parties have different tastes hence it's not an exact science when you ask a taster...but - when you ask the manufacturers the differences are pretty clear, and only one chocolate is the winner.
- powder milk
- larger sugar content
- has a lesser cocoa content - 10% (which is what makes the chocolate automatically cheaper to produce and gives it a worse, more sugary, less chocolatey taste)
- get their cocoa beans from South America
- lighter and sweeter
- due to the low cocoa butter content - more artificial emulsifiers are needed
- is made so it has a longer shelf life
- actual milk (which, in some cases, is powdered freshly in the chocolate production)
- larger fat and cocoa content
- cocoa content must be at least 25% (which is what makes the chocolate automatically more expensive to produce - and gives it a better taste)
- get their cocoa beans from West Africa
- darker and richer
- due to the high cocoa butter content - less or none of the artificial emulsifiers are needed
- it doesn't have as long of a shelf life because of less artificial ingredients
*An interesting additional fact:
Hershey's cocolate found out they could use less than fresh milk (or even less than fresh powdered milk) so they made their own questionable 'milk' [milk is partially lipolyzed, producing butyric acid] that they use in all of their chocolates - tasting vaguely (or strongly) of vomit.
Aaaaaand the winner is: European chocolate - because it has more valuable set of ingredients and is overall better. Scientifically proven.